WEYERHAEUSER / BRAND IDENTITY VIDEO
Project Date: Fall 2018 - Winter 2019
Director & Editor: Evan Moore
Producer: Jana Bolotin
Cinematographer: Tom Ciaburri
Production Support: Erik Scheel
WHAT WE DID
It was a huge responsibility and a great privilege to help Weyerhaeuser tell their story. It was also one of the biggest projects Red Element has ever taken on!
In the Fall of 2018, we were invited to Weyerhaeuser’s beautiful headquarters in Pioneer Square (a few blocks from our own HQ), and briefed on our objective: to capture the spirit of a company that spans millions of acres and over a century of history, with employees all over North America, and an extensive line of wood products. In addition to the mammoth task of describing what the company does, and how they do it, we set out to capture the deeply impressive why: their culture, values, and legacy. We made it our mission to create a piece that would make the toughest of lumberjacks tear up with pride in the company they work for.
Over the course of several weeks, we travelled to some of Weyerhauser’s many thriving forests, tree farms, and lumber mills throughout the Northwest, the South, and Canada, with uncommonly good winter weather blessing our outdoor shoots at every location. We met dozens of amazing, down-to-earth people, and learned about their values and their sustainability practices. We were awed by their dedication to the land and the planet, and their earnest passion for their company’s legacy, and its future.
With hours of incredible interviews and gorgeous landscape b-roll, it was a challenge to pare it all down to this six and a half minute piece, but the result is a video that has garnered tens of thousands of views, hundreds of social shares, and indeed, a few prideful tears from tough-as-nails lumber folk.